This blog was written before Pardot was renamed to Marketing Cloud Account Engagement. You can read more about the name change and what it means here.
What are Pardot connectors?
One of the reasons to use a comprehensive automation software like Pardot is so you’re able to run and monitor all lead generation and prospect activity in one place.
While Pardot has a huge number of features and capabilities that make this possible, there is still some need for using third-party tools, depending on your marketing strategy.
Most Pardot users also use Salesforce CRM, which is a separate product, despite coming from the same company (although, the long-term goal for Salesforce is to integrate the systems so seamlessly that there is a single view of the customer).
Perhaps you run webinars as part of your content strategy or manage event tickets sales using EventBrite.
You might use Live Chat on your website or bit.ly to shorten branded links.
All of these tools are outside of the Pardot platform but that doesn’t mean you can’t integrate them with your Pardot account so you have visibility in a single place.
Pardot connectors are the way to integrate your third-party tools with the Pardot software.
By setting up Pardot connectors, you can draw information about your prospects gathered using activity on these third-party tools into the profile for that person in Pardot. Information like ticket registration details, webinar attendance, and so on.
Why use Pardot connectors?
There are a bunch of reasons to use Pardot connectors and I’m sure a savvy business marketer you can guess most of them.
In my eyes though, there are at least four reasons Pardot connectors are essential:
To save time
When you use Pardot connectors to integrate with a third-party tool, you don’t have to spend time switching between the two to either view or import data collected from one to another.
To make sure your prospect profiles are complete and up to date
The last thing you want is disparate systems housing different information about the same person.
If this happens and your sales team call a qualified lead based on the information they have in Pardot alone, they are missing information that could be really valuable in order to win the customer.
It could also result in your company coming off as unprofessional or disorganised if you overlook information about a lead found in one of your systems outside of Pardot.
Plus, giving your sales team access to all of the external activities a prospect takes, directly within their Salesforce lead/contact record makes it much more likely they can strike up a conversation and hone in on pain points the prospect is most interested in discussing.
Which, of course, means they are more likely to win the lead as a customer.
Less manual data handling and better quality and governance
Being able to import prospect data from third-party tools straight into Pardot without having to manually do this task is a safer and risk-free way of handling data.
Manual data entry – even if it’s a simple copy and paste – can result in inaccuracies and human error that could lose you the opportunity to convert a new customer altogether.
For better tracking of return on investment
Pardot connectors make it possible to align lead generation activity on third-party platforms, like Google Ads, with revenue generated in Pardot.
As marketers our ultimate objective is always to prove marketing impact and ROI.
Pardot connectors make the task much easier than having to manually match up lead generation sources with closed sales.
What you need to know before using Pardot connectors